Selective exposure theory

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Selective exposure theory is a theory of communication, positing that individuals prefer exposure to arguments supporting their position over those supporting other positions. As media consumers have more choices to expose themselves to selected medium and media contents with which they agree, they tend to select content that confirms their own ideas and avoid information that argues against their opinion. People don’t want to be told that they are wrong and they do not want their ideas to be challenged either. Therefore, they select different media outlets that agree with their opinions so they do not come in contact with this form of dissonance. Furthermore, these people will select the media sources that agree with their opinions and attitudes on different subjects and then only follow those programs. >

More to read:
SELECTIVE EXPOSURE TO INFORMATION: A CRITICAL REVIEW